Using a tool the company calls its Networked Insights Affinity Ranker, analysts determined a score for each brand on a scale of 3 (most positive) to -3 (most negative). Adidas topped the list with a score of 1.575, while Visa had a slightly negative rating. This low affinity score suggests that the credit card company took a risk when partnering with Sam.

The findings suggest other brands that would benefit from pursuing Sam, including top choice Adidas, followed by Saucony and Coach.

Brand

Score

Adidas

1.575

Saucony

1.264

Coach

0.936

Nike

0.900

Netflix

0.864

Taco Bell

0.797

Target

0.799

Marvel

0.773

US Airways

0.751

Visa

-0.381

Rick Miller, vice president at Networked Insights, stressed the importance of using online dialogue to gauge the potential impact of endorsing a celebrity.

"Some brands may still be reflecting on whether to employ Sam because they're not sure how customers will respond," Miller said. "By tapping into millions of conversations on social media, companies can now determine how well a celebrity aligns with their brand and what message will best resonate."

The study also analyzed the types of comments users made about Sam. A majority expressed admiration, while others were neutral or negative.

Topic

February Announcement

July ESPY Awards Speech

Admiration

25 percent

21 percent

Merely Sharing the News

21 percent

11 percent

Expected NFL Reaction

13 percent

4 percent

Media Fatigue

12 percent

7 percent

Announcement Not Courageous

8 percent

17 percent

Comments About Athletic Ability

8 percent

7 percent

Homophobic Remarks

5 percent

9 percent

Curiosity About His Draft Stock

5 percent

N/A

Other

3 percent

24 percent

To ensure a successful endorsement, Miller said, Visa should focus on the player's achievements and abilities.

"The company nailed the message in its 'How You Should Judge Michael Sam' spot," Miller said. "For good sponsor candidates, the brand message they tie to Sam will be as important as the decision to sponsor him. The wrong message will fail, even if the brand is the right fit."